Yes, Internet has changed the way communication happens. It's been acknowledged. Why it has changed communication? Because it encourages spontaneous two-way conversations instead of one-way mass media type message bombarding.
The key is context. On Internet words don't float randomly. They are a part of a context, a conversation. What have many brands ended up doing? Like they do with mass media, they are trying to be present everywhere. So you'll find them on facebook, twitter, orkut, rediff, yahoo, msn, etc.
If context is the thing, then the task's pretty simple. Brand managers need to identify or rather wait for the right context to leverage instead of pushing the brands everywhere and anywhere.
Waiting means listening. Listening till the time you sense the right opportunity to speak. That's when great conversations take place.
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